London’s West End has experienced a remarkable surge in holiday shopping activity, bucking broader trends seen elsewhere in the UK. According to the New West End Company, the NWEC, this year’s events led to a 45 percent increase in foot traffic. This spike is indicative of increasing consumer excitement as we head into the holiday season.
Then on the weekend of December 6 and 7, Regent Street was closed off to traffic. This adjustment resulted in gorgeous 33.7% more feet on the street than the same weekend last year. The following day, pop up live performances along Oxford Street lit up the start of a busy shopping day. Because of that, visitation increased a whopping 25.1%. This vibrant weekend helped establish an encouraging tone for the season ahead, attracting shoppers excited to experience the unique mix of downtown’s retail, culture and charm.
Prior to these developments, data compiled by NWEC indicated a 9% increase in foot traffic the week before Black Friday. In total, footfall was up 4.1% overall during Black Friday week. And that momentum carried through the next week, with foot traffic up another 6.2%. The clearly discernible upward trend indicates that Black Friday is taking root in the UK. This shopping holiday, which originated in the U.S., has been quickly and enthusiastically embraced by retailers across the nation.
Customers lined the streets outside hot spots such as John Lewis and Selfridges. Everyone had their own tips and tricks for getting through the intense holiday rush. As Rosie Hanley, brand director at John Lewis, told us, the expectations set out for the people to keep shopping just aren’t realistic.
“This weekend we are still expecting one of our biggest weekends when people who have left it maybe to the last minute come in to buy presents and extra bedding and towels for guests.” – Rosie Hanley
One woman shared her itinerary:
“John Lewis for coffee, followed by Selfridges, and then we might have steak for lunch.” – Anonymous shopper
One gentleman took a liking to the art of procrastination. He intended to complete all his shopping in one department store just before Christmas so he could go all in on the holiday magic.
The combination of festive events and strategic consumer behavior has positioned London’s West End as a vibrant hub for holiday shopping this season. Participating retailers are introducing unique promotions and interactive experiences. Consequently, London will continue to be one of the world’s shopping capitals, providing an extraordinary experience that reflects all new trends.